A Leader's Guide To Forging An Iron Clad Brand

“Brand helps us engage customers and employees, unleash our competitive advantage, and fuel enduring growth,” explains Lindsay Pedersen, author of the new book, Forging An Iron Clad Brand: A Leader’s Guide.”

“And yet, despite this power of brand, it is grossly underused. Few leaders leverage brand fully, believing (wrongly) that brand is squishy and elusive,” adds Pedersen.

In her book, Pedersen deconstructs what brand is and why it is indispensable for leaders. Particularly, for leaders who yearn to create something truly different and truly enduring. And, for leaders who have trouble galvanizing employees to a common purpose.

As you read the book, you’ll learn about the breadth of brand’s layers:

· Brand is what you stand for

·         Brand is relationship
·         Brand is your promise and your fulfillment of that promise
·         Brand is a filter
·         Brand strategy is the deliberate articulation of your business’s meaning
·         Brand fuels differentiation
·         Brand is your north star

Some of my favorite takeaways from Petersen are:

An ironclad brand differentiates your business in an enduring way. Product can be copied. Patents expire. Features obsolesce. What cannot be copied is a relationship. What does not expire is the trust you earn by particularly and consistently solving a customer need. What never gets old is delight.
Brand strategy is distilling the story of your business. Tell stories. We humans love stories. They make us feel part of something bigger and part of one another. They bind us. We instinctively want to hear them and tell them. Any leadership devise meant to inspire and connect – whether a public speech, an investor pitch, a motto, or an advertising message—is effective when it tells a story.

Read this insightful and practical guide to learn Pedersen’s eight-step approach for building a great and enduring brand.

Lindsay Pedersen

Pedersen is a brand strategist, executive coach, and public speaker, having worked with leaders at Zulily, Starbucks, T-Mobile, Coinstar, and IMDb. Earlier in her career, she worked in Brand Management at Clorox on businesses ranging from Hidden Valley Rand to Armor All to Brita to Clorox Bleach.

Thank you to the book's publisher for sending me an advance copy of the book.

Comments

What Business Leaders Need To Know About AI

Mastering AI by Jeremy Kahn is absolutely a must-read for every business leader who wants to better understand the history and evolution of AI (Artificial Intelligence), and more important, the promise and perils of AI for businesses and society. Even if you think you have a basic understanding of AI, this book is an essential resource for you. That is because Kahn delivers not only a timely, thorough and thought-provoking examination of AI’s benefits to humanity as well as its potentially chilling dangers, but also and vitally, a declaration for how we should proceed as AI evolves. Reading Mastering AI reminded me of the popular The Popcorn Report by Faith Popcorn – where in 1992 she identified and forecasted trends to chart the future's impact on our businesses, our lives, and our world. Similarly, Fortune magazine journalist, Kahn, draws on his expertise and extensive contacts among the companies and scientists at the...

Great Business Quote

Here's a great quote from author and speaker Harvey Mackay : "When a person with money meets a person with experience, the person with the experience ends up with the money, and the person with the money ends up with the experience."

How To Unleash Your Full Potential

To accomplish something great, author Matt Higgins says you need to toss your Plan B overboard and burn the boats . “You have to give yourself no escape route, no chance to ever turn back. You throw away your backup plans and your push forward, no longer bogged down by the infinite ways in which we hedge our own successes.” You’ll learn plenty more about what it means to burn the boats, how to unleash your full potential, and how to tear down your barriers to achieving success in Higgins’ new book, Burn The Boats – a business-advice and self-help book. Five of the most powerful takeaways are these according to Higgins: Trust your instincts and reject conventional wisdom : We are the only ones who know the full extent of our gifts, and the paths we are meant to follow. Proprietary insights are the keys to game-changing businesses : you don’t need a unique project to start an empire, just an intuition all your own. Your deepest flaws can be fuel for your g...

Use A Board Of Advisors

David Burkus often provides valuable comments to my various Blog postings, and he's a person who effectively uses a board of advisors, instead of mentors, to help him achieve success. "I've found that in my life, it was easier and more effective to set up a board of advisors," said Burkus, the editor of LeaderLab . "This is a group of people, three to five, that have rotated into my life at various times and that speak into it and help me grow. I benefit from the variety of experience these people have." LeaderLab is an online community of resources dedicated to promoting the practice of leadership theory. Its contributors include consultants and professors who present leadership theory in a practitioner-friendly format that provides easy-to-follow explanations on how to apply the best of leadership theory. Community users can download a variety of research reports and presentations about leadership and leadership versus management. For example, a pr...

How To Improve Your Internal Communication Skills

Here is this week's book recommendation. It's a quick read, yet power-packed with useful tips for communicating effectively -- tips you can start to use tomorrow. And, the eBook is free! As author David Grossman says, "good internal communication gets the message out, but great internal communication helps employees connect the dots between overarching business strategy and their role. When it’s good, it informs; when it’s great, it engages employees and moves them to action. Quite simply, it helps people and organizations be even better." I really found this book useful.

Top Five Factors That Drive Employee Loyalty

A 2010 survey by the Society for Human Resource Management shows that job security is what matters most to employees. And, having that job security helps to keep employees loyal. Okay, that's really not too surprising during these times of high unemployment. Next on the list is benefits . The unstable economy, coupled with rising health care costs, make employer offered benefits more important than ever. Third on the top five list is an employee's opportunity to use his/her skills . When employees feel good about their jobs and their abilities, and clearly know they are contributing to their organization they remain engaged and loyal. In fourth place is an organization's financial stability . Compensation came in fifth on the top five list. Employee pay often is not the most important driver for employee retention. Despite study after study that shows pay is not the top reason employees stay with a company, research results like these often surpris...

5 Reasons To Do An Employee Survey

Business leaders who wonder whether they should conduct an employee survey should think about these five good reasons for conducting surveys, as recommended by John Kador and Katherine J. Armstrong in their book, Perfect Phrases for Writing Employee Surveys : 1. To discover what employees are thinking and doing – in a nonthreatening survey environment. You will learn what motivates employees and what is important to them. 2. To prioritize the organization’s actions based on objective results – rather than relying on subjective information or your best guesses. 3. To provide a benchmark – or a snapshot of your employees and their attitudes at a certain point of time that you can then compare to future surveys to spot trends. 4. To communicate the importance of key topics to employees – by communicating with employees the survey results that shows your organization is listening to employees. 5. To collect the combined brainpower and ideas of the wor...

5 Tips For Generating Ideas From Employees

Your employees have lots of ideas. So, be sure you provide the forums and mechanisms for your employees to share their ideas with you. Hold at least a few brainstorming sessions each year, as well. And, when you are brainstorming with your employees, try these five tips: Encourage ALL ideas. Don't evaluate or criticize ideas when they are first suggested. Ask for wild ideas. Often, the craziest ideas end up being the most useful. Shoot for quantity not quality during brainstorming. Encourage everyone to offer new combinations and improvements of old ideas.

Give Positive Feedback. Don't Praise.

There is an important difference between giving your employees positive feedback and giving them praise . Positive feedback focuses on the specifics of job performance. Praise, often one-or two-sentence statements, such as “Keep up the good work,” without positive feedback leaves employees with empty feelings. Worse yet, without positive feedback, employees feel no sense that they are appreciated as individual talents with specific desires to learn and grow on the job and in their careers, reports Nicholas Nigro, author of, The Everything Coaching and Mentoring Book . So, skip the praise and give positive feedback that is more uplifting to your employees because it goes to the heart of their job performance and what they actually do. An example of positive feedback is : “Bob, your communications skills have dramatically improved over the past couple of months. The report that you just prepared for me was thorough and concise. I appreciate all the work you’ve put into it, as...

Critical Questions To Ask New Hires

In Paul Falcone ’s book, 75 Ways For Managers To Hire, Develop And Keep Great Employees , he recommends asking new employees the following questions 30, 60 and 90 days after they were hired: 30-Day One-on-One Follow-Up Questions Why do you think we selected you as an employee? What do you like about the job and the organization so far? What’s been going well? What are the highlights of your experiences so far? Why? Tell me what you don’t understand about your job and about our organization now that you’ve had a month to roll up your sleeves and get your hands dirty. Have you faced any unforeseen surprises since joining us that you weren’t expecting? 60-Day One-on-One Follow-Up Questions Do you have enough, too much or too little time to do your work? Do you have access to the appropriate tools and resources? Do you feel you have been sufficiently trained in all aspects of your job to perform at a high level? How do you see your job relating to the organization’...

Eric Jacobson On Management And Leadership

Search This Blog